MAN is looking for do-gooders (m/f/d) – and we are happy to help.
If you want to improve the world through sustainable industrial solutions, you need one thing above all else: highly qualified specialists. MAN Energy Solutions recognized this early on. That is why I*AM was commissioned to conceive and implement a global recruiting campaign that attracts exactly the right talent by addressing target groups directly.
The greatest challenge of this international recruiting campaign was that not only are the job offerings at MAN ES highly diverse, but so are the people within the respective professional groups. To connect individual jobs with the right specialists, we analyzed the characteristics of our ideal candidates and developed a communication strategy that perfectly suits each one. The campaign is rounded off by a distinct design that perfectly showcases the recruiting measures while remaining flexible enough to address the various professional groups effectively.
MAN Energy Solutions is headquartered in Germany and employs around 14,500 people at more than 120 locations worldwide. The spectrum of professions represented spans almost all fields of qualification. I*AM has translated this diversity into a design system that forms a uniform image for the entire recruiting area while still leaving room for an adapted visual language for the different professions. The wide range of marketing channels is another factor we considered in the design from the very beginning. The focus is always clearly on the individual, surrounded by their professional environment and supported by communication tailored to the target group.
With the recruiting campaign we designed and implemented, we were able to achieve a significant increase in the number of applicants across various professional groups for MAN Energy Solutions. Through targeted and differentiated communication with these groups, the image of MAN Energy Solutions as an attractive employer was also sharpened. The campaign, which is soundly based on the respective target groups, also conveys empathy and appreciation for future employees and their diversity. This signals social sensitivity and helps break down prejudices against large corporate structures.
Bridging the gap
Effective campaigns require a memorable key visual that is used consistently across all marketing materials. Since every job opening requires an individual visual language, we use clearly recognizable basic shapes from the brand design that allow for maximum flexibility while establishing a visible connection to the brand. In this way, we visually bridge the gap between the brand design, the target audience, and the working world at MAN.
Striking the right tone
An engineer is not a foundry worker, and Augsburg is not in the Far East. Different walks of life and professional backgrounds lead to equally diverse styles of communication, which are of great importance, especially in recruiting. That is why we always tailor our visual and textual tone to the specific content.
Finding the way
To reach the right skilled professionals with specific job offers, target-group-oriented multichannel marketing is the only logical choice—in this case, for their career choice. To reach these target groups exactly where they are, we focused on the relevant touchpoints.
A good story
After reaching skilled professionals through the right channels, we direct them specifically to our campaign landing pages. There, we present the specific benefits of each job through a well-thought-out storyline. Clear and concise information allows interested candidates to quickly orient themselves and learn more. This provides the essential foundation for connecting skilled professionals with the right jobs.
Kind words about our successful partnership
Together, we will find the right solutions for you.
